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Samantha Lee: A Mother's Mission to Create Dolls that Celebrate Asian Heritage and Address Lack of Representation in the Toy Industry
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A Mother's Mission to Create Dolls that Celebrate Asian Heritage and Address Lack of Representation in the Toy Industry

Samantha Lee, Joeydolls
Amidst a pandemic and growing concerns about anti-Asian hate, Samantha Lee embarked on a mission to empower her daughter and tackle the toy industry's representation issues. She created Joeydolls to address the lack of Asian heritage celebration in dolls.
Born in Malaysia to Chinese parents and raised in Australia, Samantha's childhood lacked dolls reflecting her Asian identity, leading her to feel disconnected and unrepresented. When she couldn't find diverse Asian dolls for her daughter, Samantha resolved to create them herself, starting with six cultures and plans for more, including Southeast Asian regions like Vietnam and the Philippines.
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